During a visit to Madeira island for the Feira do Livro do Funchal, in a wide-ranging conversation on Hashtag Eurovision, Hugo van der Ding offered a grounded and thoughtful perspective on his work, his public image and the way he understands human behavior. Known for his humor and cultural commentary, the Portuguese creator made clear that, in his view, there is no sharp divide between who he is on stage and in private.
The discussion began with his participation in the Festival da Canção in 2022, where he appeared as a sidekick in the Green Room. From there, it moved into a broader reflection on the idea of “character”, a concept he approaches with nuance.
For the artist, this process is not unique to performers. He argues that everyone adapts their behavior depending on context. “We have different registers,” he noted. “When you are talking to your mother, you don’t speak in the same tone… or with friends.” These shifts, he suggested, function as “light characters” that people adopt in everyday life.
Humor remains central to his work, but he acknowledges that not everything can be expressed through it. “It’s hard because I spend my life saying things,” he said, when asked about ideas he has yet to communicate. Increasingly, he has turned to writing as a way to explore those limits. “I’m finding things that I haven’t said yet, but through writing.”
That approach is reflected in his latest book, presented at the Feira do Livro do Funchal. The work revisits Portuguese history through an unconventional lens, framing kings and queens as part of a single, complex family. “These are incredible stories,” he said. “If we tell the story in an interesting way, we fall in love with this story of Portugal.”
By treating historical figures as relatives within a shared narrative, he highlights the continuity of human behavior across centuries. “The dramas are the same,” he observed. “They get mad about properties… they don’t get along with brothers.”
Curiosity, he stressed, is the foundation of his work. “I love knowing things,” he said. “I love discovering stories.” Whether exploring a new city or observing everyday interactions, that curiosity shapes both his humor and his writing.
The conversation also touched on the Festival da Canção itself, which he described as a long-standing and evolving cultural platform. While acknowledging its nature as a “huge television product,” he emphasized its continued relevance. “It’s still an amazing show,” he said, pointing out that songs that do not win often go on to achieve significant success.
On the subject of public perception, Hugo drew a clear distinction between criticism of his work and personal judgment. “This person… doesn’t know me,” he said, referring to negative comments on social media. “That can never be personal.”
Ultimately, the interview presents a creator who sees identity not as a fixed performance but as an ongoing process. In his words, people are constantly adjusting, observing and expressing themselves — whether through humor, conversation or writing.
Watch the full interview:
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